Agencies and brands are navigating a rapidly evolving search landscape as AI-powered tools reshape how information is discovered and surfaced online and what shapes credibility. The evolution of traditional Search Engine Optimization (SEO) to include Generative Engine Optimization (GEO) is changing how organizations ensure their expertise, content, brand, and perspectives are found, and cited, in AI-driven search experiences.

Join the PR Club for a timely discussion on how this transition is impacting communications and marketing strategies. While SEO has historically focused on ranking in link-based search results through keywords and backlinks, GEO centers on creating structured, authoritative content that AI systems can interpret, summarize, and cite directly in conversational responses – and many LLMs rely heavily on traditional media sources – ranging from tier one media like the New York Times and Reuters to industry-specific outlets like EE Times. For many comms strategists, this puts a renewed emphasis on traditional media relations and PR.   

This panel will explore how generative AI platforms are transforming discovery, what it means for PR and communications professionals, and how organizations can begin preparing their content and strategies for this new environment.

Attendees will learn about:

• The key differences between traditional SEO and emerging GEO strategies.
• How AI-powered search tools, including ChatGPT, Gemini, Perplexity, and AI-enhanced search engines, are changing how audiences access information.
• The types of content and information structures that AI models prioritize when generating answers.
• Practical ways PR and communications teams can begin adapting their content, communications, and earned media strategies for GEO.

Panel:

• Katie Regan, CEO & Founder, Kirkpatrick Group 
• Katelyn Holbrook, Chief Client Officer, V2 Communications 
• Sam Powers, Vice President of PR, Walker Sands 
• Lisa Zanchi, Senior Director of Social Media and SEO/GEO, Padilla

Moderator:

• RJ Bardsley, Partner and Co-CEO, Wireside Communications

Following the panel discussion, there will be an audience Q&A. You can purchase tickets here.